Holt, Douglas B.
How brands become icons : the principles of cultural branding / Douglas B. Holt. - Boston, Mass. : Harvard Business School Press, c2004. - xiii, 265 p. : ill. ; 25 cm.
Includes bibliographical references (p. 245-249) and index.
What is an iconic brand? - 2. How is cultural branding different? - 3. Targeting myth markets - 4. Composing the cultural brief - 5. Leveraging cultural and political authority - 6. Managing brand loyalty as a social network - 7. Co-authoring the myth - 8. Advancing the myth - 9. Branding as cultural activism.
1578517745 (hbk.)
Brand name products.
Business names.
Popular culture.
658.827 / HOL
How brands become icons : the principles of cultural branding / Douglas B. Holt. - Boston, Mass. : Harvard Business School Press, c2004. - xiii, 265 p. : ill. ; 25 cm.
Includes bibliographical references (p. 245-249) and index.
What is an iconic brand? - 2. How is cultural branding different? - 3. Targeting myth markets - 4. Composing the cultural brief - 5. Leveraging cultural and political authority - 6. Managing brand loyalty as a social network - 7. Co-authoring the myth - 8. Advancing the myth - 9. Branding as cultural activism.
1578517745 (hbk.)
Brand name products.
Business names.
Popular culture.
658.827 / HOL